Google has announced upcoming changes to their algorithm for ranking websites that will be rolled out in the coming months. These changes are geared towards the type of content users see when they visit your site (text, images, service elements such as chatbots) and other aspects that can impact user experience. While the algorithm updates are geared towards more technical aspects of Search Engine Optimization (SEO), one thing is for sure: content is still (and will remain) at the forefront of any solid organic strategy.

For your website to rank well in Google and other search engines, the key is to create a strong mix of relevant content for your site. This will support your SEO strategy by providing a natural space to optimize for a variety of keywords.  

More Content Equals More Opportunities

In a recent survey, 96% of surveyed customers believe it is important that the vendor/suppliers they are considering have content that specifically addresses their industry’s needs. (Source: TechValidate. TVID: BF6-2C0-7DD) Meaning, your website’s landing pages should include content that appeals to your target industries while also meeting the needs of visitors at different stages of the buyer’s journey. This means having information that appeals to those in the research stage or who have already purchased and have further questions.   

Providing engaging content for your users is also important. Consider adding visual elements such as images and media to engage your customers. These serve not only to visually break up your text and make it more appealing to users but can also provide more SEO opportunities through Alt Text. Formatting changes such as headers, lists, and pull quotes can also improve user experience.

As search engines get more sophisticated, so must your website’s content strategy. For example, incorporating related keywords into your writing gives context to your target keywords while also providing a better reading experience for your visitors.

Utilize a Variety of Content Types

Producing a broad variety of content offers bolsters your SEO strategy by allowing you to naturally target a variety of high-intent keywords to reach customers at all phases of the buying process. To gain more visibility in the search landscape, your content should position your business as an expert in its field and provide value for potential customers.  

Content doesn’t have to only be text. And the more variety of content you have on your website, the more this increases your chances to be seen in the search landscape. A typical search will bring up ads, knowledge boxes, videos, and images related to the search query. The more content you have that can be found in those features, the more chances you have to be seen by your potential customers.  

Additional types of content to consider:

• Interactive Images – Interactive images like the ones utilized throughout the award-winning website, American Vacuum, can help explain intricate processes or products to users.
• Infographics – Infographics can be a great way to present data in an easily digestible format. This includes graphs, charts and statistics too!
• Video Content – 67% of our surveyed customers watch videos during their research process when sourcing a new vendor/supplier. (TVID: 518-929-820)
• PDFs – Whether they contain technical information and specs or supporting content like product brochures and user manuals, PDFs can be optimized to support both your target audience and the search engines.
• Reviews – Product reviews and customer testimonials are great resources for new content, and according to our customers, important to the decision-making process as well!
• Blogs – In a recent study conducted by the Content Marketing Institute, 79% of surveyed marketers within the manufacturing industry utilized blogging in their content marketing strategies throughout 2020. This was the second most popular form of content marketing (with email newsletters being the first).

Strategically crafted content can be an effective tool to funnel people through your site to make a purchase or reach out. Also important to consider which calls-to-action (CTA) are used on each page and how they are introduced. Calls to action are also a part of your content and keyword strategy. Strategically worded and placed CTAs that correspond to where the customer is at in the buyer’s journey help bring in qualified customers. 

Quality Content, Not Just Quantity

It’s not enough to just have content on your website, though. You need to have quality content that is appealing to customers and potential customers. As users spend time on your site and are engaged, the chances of getting qualified leads increases.  

As the quality of your content improves, so does your authority in the online space. Building authoritative content that people naturally link back to can help build the authority of your site. These backlinks can serve as “votes of confidence” in the eyes of Google, signaling that you’re producing high-quality content.

What This Means for You

Ranking in Google and other search engines means doing more than just using a few keywords on your website. You need to have a content strategy that supports your SEO efforts, which includes nearly every element a user sees and engages with when they come to your website.

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